Challenging the High Turnover Rate in the Medical, Nursing Care, and Welfare Industries

Shieruka Co., Ltd., based in Osaka and founded by two physical therapists, is committed to "creating an industry where passionate individuals don't have to leave" through recruitment branding support specialized in the medical, nursing care, and welfare industries.

Official Instagram Account: https://www.instagram.com/genba_no_real/

## Structural Issues in the Industry as Shown by Numbers
The medical, nursing care, and welfare industries face a chronic shortage of personnel.

### Nursing Care Sector
The turnover rate for nursing care staff is 14.4%.
66.3% of facilities feel a shortage of personnel.
(Source: Public Interest Incorporated Foundation, Japan Care Work Foundation "FY2022 Survey on the Actual Conditions of Care Work" https://www.kaigo-center.or.jp/report/)

Furthermore, it is estimated that approximately 320,000 nursing care personnel will be short by FY2025, and approximately 690,000 by FY2040.
(Source: Ministry of Health, Labour and Welfare "Required Number of Care Workers Based on the 8th Long-Term Care Insurance Business Plan" https://www.mhlw.go.jp/stf/newpage_02977.html)

### Medical Sector
The turnover rate for nursing staff has been hovering around 11-12%.
(Source: Public Interest Incorporated Association, Japan Nursing Association "2023 Hospital Nursing Practice Survey" https://www.nurse.or.jp/home/publication/toukei/index.html)

### Common Issues
The turnover rate within 3 years for university graduates is approximately 31.5%.
(Source: Ministry of Health, Labour and Welfare "Employment Status of New Graduates" https://www.mhlw.go.jp/stf/houdou/0000177553.html)

Moreover, in the medical and welfare sectors, both the hiring rate and turnover rate remain high, indicating a structure where people are "circulating" rather than simply "lacking."
(Source: Ministry of Health, Labour and Welfare "Employment Trend Survey" https://www.mhlw.go.jp/toukei/list/9-23.html)

## However, the Essence is Not "Numbers"
Analyzing consultations from over 1,000 medical, nursing care, and welfare professionals revealed the following fact:
It's not "unmotivated people" who leave.
Rather, those who strongly desire to:
- Engage more with users
- Realize ideal care
- Improve the industry
are leaving due to:
Lack of shared philosophy
Discrepancy between on-site and management directions
A feeling of "this workplace is different from what I expected"

## The Problem is Not "Number of Hires" but "Structure"
Many facilities implement "quantitative measures" such as:
- Job advertisements
- Recruitment agencies
- Improvement of conditions
However, if it's not clear:
- What kind of passion drives the business
- What future they aim for
- What kind of people they want to work with
they cannot escape the loop of:
Recruitment → Mismatch → Early Turnover → Re-recruitment

## Articulating and Visualizing Aspirations
Shieruka Co., Ltd. builds a workplace "chosen for its values" rather than "chosen for its conditions" through:
- Rebuilding MVV (Mission, Vision, Value)
- Designing continuous communication strategies utilizing SNS
- Structuring recruitment pipelines
- Organizational story branding

## Recruitment is Not Marketing
What we consider recruitment to be is not about gathering people based on conditions, but about resonating with a shared future.
Japan will continue to age, and demand for medical and nursing care will expand.
(Source: Statistics Bureau of Japan "Population Estimates" https://www.stat.go.jp/data/jinsui/)
Therefore, it is urgent to build a society where:
Facilities with strong aspirations are correctly chosen, and
Passionate individuals can continue to work with pride.

## Representative's Comment
"We want to create an industry where passionate people don't have to quit.
Our mission is to eliminate the feeling of 'this wasn't what I expected'."

## About Shieruka Co., Ltd.
Shieruka Co., Ltd. was founded by two physical therapists and provides specialized branding support for the medical, nursing care, and welfare industries. What became clear after listening to over 1,000 voices on-site is the structural issue behind the phrase "this wasn't what I expected." The reasons for turnover among medical professionals, including physical therapists, include recruitment mismatches and joining without a sufficient understanding of the philosophy and vision. This results in a vicious cycle of personnel shortages, rising turnover rates, and ever-increasing recruitment costs. We visualize the reality of companies and carefully articulate the reality of the on-site situation to design recruitment communication strategies that foster alignment of philosophy and values. We believe that "giving visible form to aspirations" is the first step towards sustainable organization building in the medical, nursing care, and welfare industries.